The Role of Emotions in Marketing

Emotions are a mental state of readiness that arise from appraisals of events or one's own thoughts. The differentiation of emotions from affect, moods, and attitudes is discussed, and an appraisal theory of emotions is outlined. Next, various measurement issues are considered. This is followed...

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Bibliographic Details
Published inJournal of the Academy of Marketing Science Vol. 27; no. 2; pp. 184 - 206
Main Authors Bagozzi, Richard P, Gopinath, Mahesh, Nyer, Prashanth U
Format Journal Article
LanguageEnglish
Published New York JAI Press, etc 01.04.1999
Springer Nature B.V
Subjects
Affect (Psychology)
Attitudes
Consumer behavior
Customer satisfaction
Emotions
Market strategy
Marketing
Physiology
Statistical analysis
Studies
Variables
United States > US
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Summary:Emotions are a mental state of readiness that arise from appraisals of events or one's own thoughts. The differentiation of emotions from affect, moods, and attitudes is discussed, and an appraisal theory of emotions is outlined. Next, various measurement issues are considered. This is followed by an analysis of the role of arousal in emotions. Emotions as markers, mediators, and moderators of consumer responses are then analyzed. Next, the influence of emotions on cognitive processes is examined, which is followed by a study of the implications of emotions for volitions, goal-directed behavior, and decisions to help. Emotions and customer satisfaction are briefly explored, too. Last, a number of questions for future research are presented.
ISSN:0092-0703
1552-7824
DOI:10.1177/0092070399272005